Isobar Wins Two Effies for Work on behalf of EA SPORTS
Agency’s Consumer Insights Proved Key to “Ideas that Work” in the Entertainment/Sporting Events Category
BOSTON and SAN FRANCISCO, June 10, 2010 – Isobar North America (http://www.isobar.com/), a full-service digital communications agency and Aegis Media Group company, announced today its San Francisco-based team received two 2010 Effie Awards on behalf of EA SPORTS. Every year, the Effie Awards honor the most significant achievement in marketing communications: ideas that work. Isobar won two out of the three awards in the Entertainment/Sporting Events category. The agency won a Silver Effie, along with Wieden + Kennedy and Draftfcb, for “Active Personal Trainer,” a highly strategic influencer campaign that launched a new fitness title to women and moms. Together with Wieden + Kennedy and Heat, Isobar also won a Bronze Effie for “The Win,” an integrated brand campaign that successfully connected the EA SPORTS brand with the joy of winning.
“It is an honor to be recognized by the leaders in our industry with not one, but two Effies this year,” said Tara Moss, EVP, Product and Innovation, Isobar North America. “What made each of these campaigns so effective for EA was that we started with a very basic insight on what makes the audience tick. Then, using that insight as our foundation, we carefully crafted opportunities across various channels to engage with the audiences and ignite a desired action. We’re very proud of the role we played in bringing these successful campaigns to life.”
Active Personal Trainer
Together with Wieden + Kennedy and Draftfcb, Isobar developed a highly strategic influencer campaign to support the launch of EA SPORTS Active. At the heart of this campaign was the insight that trial and personal recommendations are the most important factors influencing a fitness purchase. To support a successful product launch, the “Active Personal Trainer” campaign included a grassroots program that put the new EA SPORTS Active product into the hands of a pre-qualified set of 500 of “the right” influencers, giving them easy tools to help them become successful advocates, and share their positive experience with their wide social networks. As a result of the “Active Personal Trainer” campaign, the influencers became vocal advocates for the new EA SPORTS Active product. Beyond the hundreds of thousands of conversations created by these influencers, survey results showed that each program participant was responsible for the sale of 7.9 units, totaling an estimated 3,950 units sold.
The Win
EA SPORTS partnered with Isobar, Wieden + Kennedy and Heat to reinvigorate the sports gaming genre. Based on in-depth research, this emotionally charged campaign hinged on the insight that while there are all kinds of benefits to gaming in general, when people play sports games, they play to win. “The Win” was an integrated brand campaign that celebrated the universal joy of winning in sports. For its part, the Isobar team created a digital experience that extended the idea that “there’s no win like a sports win.” “The Win” campaign exceeded EA SPORTS’ expectations, lifting the sports gaming genre, and significantly boosting EA SPORTS market share within the entire gaming industry.
About Isobar North America, Inc.
Isobar is a full-service digital communications agency that combines digital strategy, creative, media, technology, and measurement to drive brand success in today's technology-driven, consumer-controlled world. Formed by the merger of Ammo Marketing, Freestyle Interactive, Mindblossom and Molecular in 2010, Isobar North America's team of more than 200 digital experts have been transforming the way the world's biggest brands reach, connect and engage with consumers since the Internet's inception. Its clients include adidas, Nikon, Northwestern Mutual, Procter & Gamble and Reebok. With locations in Boston, New York, San Francisco and Toronto, Isobar North America is an Aegis Media Group company. For more information about Isobar North America, please visit www.isobar.com.